行動電信業者之動態競爭策略

Abstract

2019年被外界稱為「5G元年」，各國行動電信業者均積極佈局5G，2019年4月時，美國、韓國也展開5G商用服務，正式進入5G發展初期，針對5G的應用，埃森哲（Accenture）指出以5G為首的五大科技，將被聚焦在：（一）5G；（二）AR、VR、MR，甚至是XR；（三）、人工智慧（AI）；（四）智慧駕駛；（五）數位信任。而透過物聯網（IoT）、人工智慧（AI）、大數據等技術，5G則能運用到智慧交通運輸、智慧城市、健康連結、智慧家居和媒體、無線網路產業等，衍生出無限的商機；然而，這些構思仍是人們對5G的想像，目前的5G依然要面對許多的困難與挑戰要克服，未來幾年的行動電信市場4G依然不可或缺。\n\n面對5G浪潮，目前的台灣行動電信市場仍然在探索其商業模式與應用，找出5G的殺手級應用來取得市場中的優勢，由於行動電信市場具有快速、多變、高度競爭等特性，行動電信業者在每一次的競爭中取得短暫的優勢，藉以取得商機，過去的競爭策略分析多為靜態，難以適用於高度變化的行動電信市場；因此，本研究主要以動態競爭理論出發，採用文獻分析和深度訪談之研究方法，分別探討分析美國、日本和韓國以及台灣在行動電信市場中的競爭個案、競爭策略、相關政策和推行的作法，進而提出各國行動電信業者在市場所面對的考驗和對策，並提出可供臺灣借鑑之處。\n\n由於目前台灣5G還在規劃階段，因此主要分析4G時期業者的競爭，從中找出業者在競爭中的優勢與劣勢，依據美國、日本、韓國行動電信業者在面對4G後期轉型與5G發展初期的競爭策略與經驗，本研究對於台灣行動電信市場提出之建議包括：（1）政府應該明定5G發展方向與目標；（2）業者應當停止「低價吃到飽」的價格惡戰；（3）行動電信業者應該以多元加值服務為利基。\n\n而以全球5G技術發展趨勢來看，台灣行動電信業者開始5G商轉後，則可以在5G的相關應用上進行深耕，例如大數據、物聯網（IoT）與人工智慧（AI）的結合，包含國外投入的自駕車、無人機、智慧農業、智慧工業等技術，創造更多樣化的應用情境，提升用戶體驗。

2019 is recognized as the first year of 5G. Many mobile telecom operators throughout the world are actively deploying 5G infrastructure. The US and South Korea launched 5G commercial services in April 2019, officially entering the early phase of the 5G era. For 5G applications, Accenture pointed out that the five main focus of technologies led by 5G would include: 1) 5G; 2) AR, VR, MR and even XR; 3) artificial intelligence (AI); 4) intelligent drives; 5) digital trust. 5G can be used in applications such as intelligent transportation systems, smart cities, health links, smart home, and the media and wireless network industry, via the Internet of Things (IoT), artificial intelligence (AI), big data and other technologies in order to create unlimited business opportunities. However, these ideas are still only imaginations based on 5G technology, as the technology will have to overcome many difficulties and challenges, and 4G is expected to still be indispensable in the mobile telecom market for the next few years.\n\nCurrently, the mobile telecom market in Taiwan is still exploring 5G business models and applications, as well as finding 5G killer apps to gain a competitive advantage with the wave of 5G that is coming. Owing to features of the mobile telecom market including fast speed, large variability, and high competitiveness, mobile telecom operators were able to achieve competitive short-term advantages in order to gain potential business opportunities. Past research has mostly analyzed static competitive strategies, which were difficult to apply to the fast-changing mobile telecom market. Therefore, this study mainly focuses on dynamic competition theory, and analyzes competition cases, competitive strategies, related policies and implementation practices in the mobile telecom market in the US, Japan, South Korea and Taiwan via research methods including literature reviews and in-depth interviews. Furthermore, the study discusses the challenges faced by mobile telecom operators in each country and their countermeasures, in order for Taiwan mobile telecom operators to draw on these experiences.\n\nGiven that 5G is currently at the planning stage in Taiwan, this study mainly focuses on competitive analysis in the 4G era to discover the advantages and disadvantages of competitors. Based on the competitive strategies and experience of mobile telecom operators in the US, Japan and South Korea, who have faced the recent 4G transformation and are in the early stages of 5G development, the suggestions for the Taiwan mobile telecom market in this study include: 1) clear directions and objectives of 5G development should be set by the government; 2) mobile telecom operators should stop offering the “Low Price High Usage Baskets” to avoid price wars; 3) mobile telecom operators should focus on multi-valued service attribute as a competitive niche.\n\nIn terms of the trend of 5G development in the world, the mobile telecom operators in Taiwan launch 5G commercial services, and they can commit to develop value-added services of 5G, such as the services combined big data, artificial intelligence and the Internet of Things (IoT) technology. As the mobile telecom operators throughout the world explore autonomous vehicles, unmanned vehicles, intelligent agriculture, and Industry 4.0 to diversify situational applications and provide a good and convenient user experience.